Google likely to win EU court battle over ads

Google looks likely to win a European high court battle over how it uses keywords in advertising — but experts say the case is unlikely to settle the issue.

Brand owners have been taking Google Inc. and its rival Yahoo Inc. to court for years over the way they run their ad businesses.

The search engines have run into trouble by allowing advertisers to use keywords associated with their rivals' brand names.

Companies such as American Airlines and luxury goods maker LVMH have taken Google to court in a bid to stop the practice, arguing that it hijacks their brand name.

A legal opinion on which the European Court of Justice is likely to base its decision suggests that the court will likely rule in Google's favor — although the dispute is likely to continue in courts around the world.